| The development of experience economy promotes tourism booming gradually.As tourism getting developed,it does brings great social and economic benefits in our country.Meanwhile,experience economy has already developed into a local pillar industry in some area.With the arrival of the era of experience economy,there is changes in tourism.Since tourists pay much attention to experience while they are traveling,tourism performing arts project is born at the right moment in such kind of environment.Most of researchers at home and abroad conducted it aiming at tourism.However,compared to other related researches in the same area,there are relatively rare researches in products of tourism performing arts,especially in the marketing strategy,which is extremely short.?Mirage?,the large performing product of YY performing arts co.,LTD in Guilin,takes the advantage that our country is committed to orchestrated Guilin into the international tourism resort and gets a large audience from the rich tourist resource.But there are all kinds of tourism performing arts products in Guilin occupying the market,there is no choice for?Mirage?but to attract customers in a low-price strategy under the low price strategy among counterparts so as to maintain it' s own operation and development.It actually leads to the situation that traveler flows are growing substantially while the income growth is not obvious.For the sake of operation and development of this project,this paper centers on the marketing strategy,analyzing with literature data method,the method of investigation and analysis,qualitative approach and quantitative approach.After that,here comes to the following main conclusions.Firstly,there is unclear positioning of(Mirage?and it represents without features such as it' s own excellent view of enjoyment,high-end fashion and stuff like that.As a result,it is hard to distinguish it from the same kind of products in a good way.Secondly,there is imperfect price mechanism.With the lack of stability and necessary experience in the marketing team,?Mirage?is in a passive position along with the limit of competitors thus losing the advantage of occupying the market through price strategy.Thirdly,being short of scientific channel management,it is obvious that the main marketing channel of this project is travel agency,but without management system,travel agencies try to get the tickets in a low price and then make a profit by selling on the Internet,which impacts on the marketing channel.Fourthly,there isn' t reasonable promotion strategy,as this company is at a loss,and it focuses on presenting tickets simply as the major sales promotion,instead of making it reasonable in plan or formulation.And there hasn' t been good results.Lastly,being lack of stability in the marketing,the separation rate of the marketing staff stays high on account of some problems like low pay and too much stress in marketing.This study not only expounds the tourism performing arts,but also showcases the empirical study combining the project?Mirage?thus figuring out weakness and then making suggestions that are targeted based on the theory of marketing.it will truly enrich the domestic study on tourism performing arts.Meanwhile,it will also come along with suggestions that are of realistic and guiding significance for the further profits of this project. |
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